Crayola believes every child should be able to colour themself into the world they see around them. That’s why we worked with the brand to launch its inspiring new Colours of the World crayon set.
Crayola began its inclusion journey back in 1992, by launching the first multicultural crayon pack, featuring a collection of crayons representing different skin tones. Over the years, the brand acknowledged the need to modernise the pack to meet the growing diversity of today’s world, by increasing representation within creativity.
Crayola’s objective was to completely reimagine its eight-pack crayon set and turn it into an inclusive pack that celebrates the colours of the world, in partnership with major influencers and diverse figures in the beauty industry. We partnered with beauty industry experts to help Crayola develop a global palette of 24 colours that authentically reflects the full spectrum of human complexions.
We worked with Crayola to launch the new set on 21 May 2020, the United Nations’ World Day for Cultural Diversity for Dialogue and Development. As part of this activity, we wanted to engage children in meaningful and authentic activity using the crayons. When we asked teachers how they would use the new crayons in their classrooms, they resoundingly told us that drawing self-portraits helps build self-esteem and self-confidence in children. With this learning, we created the Draw Your #TrueSelfie campaign – inviting children to submit crayon self-portraits to the #TrueSelfie gallery at Crayola.com – celebrating beautiful and truly representative and inclusive selfies.
To date, the launch has resulted in 2.7 billion impressions, as well as celebrity social advocates such as Patricia Arquette, Jennifer Aniston and Kristen Bell. The campaign was also a finalist in the Shorty Awards 2020 in the Social Good Campaign category.
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